Presenting a resilience model for digital start-ups in a dynamic environment (case study: online retail)

Document Type : Original Article

Authors
Amir Mohammad Chehre 1
Aydin Salam Zadeh 2
Ayoub Mohammadian 3
1 Department of Business Policy, Kish International Campus, University of Tehran, Kish, Iran.
2 Department of Media Management and Business Communication, , University of Tehran, Tehran, Iran
3 Department of Information Technology Management, University of Tehran, Tehran, Iran
10.22047/hsd.2026.569422.1126
Abstract
This study aimed to develop a resilience model for emerging digital businesses operating in a dynamic environment, with a focus on online retail. In terms of purpose, the research is applied–developmental, and in terms of data collection, it employs a cross-sectional survey. An exploratory mixed-method design was used. In the qualitative phase, participants included experts, managers, and key stakeholders in digital start-ups and online retail. Purposive sampling was applied, and theoretical saturation was achieved after 12 interviews. In the quantitative phase, the statistical population comprised managers and experts working in online retail stores. A sample of 150 respondents was determined using power analysis, and simple random sampling was used. Data were collected through semi-structured interviews and a questionnaire. Qualitative data were analyzed using content analysis in MAXQDA, while structural–interpretive modeling was conducted using MICMAC, and the proposed model was validated using partial least squares structural equation modeling (PLS-SEM) in SmartPLS. The results indicated that digital business infrastructure, transformational and resilient leadership, and strategic networking and collaboration significantly influence monitoring and predictive management. At the next level, learning and knowledge intelligence and digital human capital competencies affect digital business innovation and intelligent data analytics. Ultimately, structural dynamism and flexibility, competitive intelligence, and organizational adaptation and recovery capability contribute to the resilience of emerging digital businesses.
Keywords
Organizational resilience
digital businesses
dynamic environment
online retail
Technology
Aghazadeh, H., Zandi, F., Amoozad Mahdiraji, H., & Sadraei, R. (2024). Digital transformation and SME internationalisation: Unravelling the moderated-mediation role of digital capabilities, digital resilience and digital maturity. Journal of Enterprise Information Management, 37(5), 1499-1526. http://dx.doi.org/10.1108/JEIM-02-2023-0092
Aldianto, L., Anggadwita, G., Permatasari, A., Mirzanti, I. R., & Williamson, I. O. (2021). Toward a business resilience framework for startups. Sustainability, 13(6), 3132. https://doi.org/10.3390/su13063132
Anozie, U., Dada, S., Okonkwo, F., Egunlae, O., Animasahun, B., & Mazino, O. (2024). The convergence of edge computing and supply chain resilience in retail marketing. International Journal of Science and Research Archive, 12(02), 2769-2779. https://doi.org/10.30574/ijsra.2024.12.2.1574
Ashiru, F., Nakpodia, F., & You, J. J. (2023). Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs. Annals of Operations Research, 327(2), 795-823. http://dx.doi.org/10.1007/s10479-022-05049-9
Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405. https://doi.org/10.1177/146879410100100307
Azar, A., Khosravani, F., Jalali, R. (2019). Research in Soft Operations. Tehran: Industrial Management Organization. [In Persian]
Azizloo, M., Fayazi, M., Ghorbanizadeh, V. (2024). Presenting a model of organizational resilience in knowledge-based companies. Human Resources Studies, 14 (3), 118–147. [In Persian] https://doi.org/10.22034/jhrs.2024.210050
Bachtiar, N. K., Setiawan, A., Prastyan, G. A., & Kijkasiwat, P. (2023). Business resilience and growth strategy transformation post crisis. Journal of Innovation and Entrepreneurship, 12(1), 1-25. https://doi.org/10.1186/s13731-023-00345-5
Barari Jirandeh, A., Sajjadi, S.M., Davari, A. (2022). Designing a Resilience Model for Startups: A Path to Future Planning for Startups. Iranian Future Studies, (13), 156–179. [In Persian] https://doi.org/10.30479/jfs.2023.17059.2018
Bashirimanesh, N., Shajirat , H. (2024). Explaining the Factors Affecting the Resilience of Manufacturing Companies in the Crisis Conditions of the Corona Period. Accounting and Social Benefits, 14 (52), 209–236. [In Persian] https://doi.org/10.22051/jaasci.2023.43575.1772
Bratianu, C., Paiuc, D., & Brancu, L. (2026). Exploring the connections between DNA, cultural intelligence and knowledge dynamics in multicultural business environments. Business Process Management Journal, 32(1), 77-104. https://doi.org/10.1108/BPMJ-10-2024-0959
Carroll, L. (2023). The Future of Retailing. The Red Queen Retail Race: An Innovation Pandemic in the Era of Digitization, 190.
Cohen, J. E. (2013). Statistical Power Analysis for the Behavioral Sciences. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.
Doost-Hosseini, F., Khadivar, A. (2024). Presenting a model for simulating factors affecting brand loyalty in the online retail industry with a system dynamics approach. Modern Marketing Research, 14 (52), 103–126. [In Persian] https://doi.org/10.22108/nmrj.2024.138164.2920
Fogoros, T. E., Olaru, M., Ilie, C., & Gavril, R. (2022). A study on factors influencing business resilience in the context of digital transformation. Ecoforum Journal, 11(2). https://ecoforumjournal.ro/index.php/eco/article/view/1802
Gonçalves, M. G., Barbosa, B., Saura, J. R., & Mariani, M. (2025). Exploring the role of product attributes in 9-ending pricing strategies: A study on online retailing. Journal of Business Research, 192, 275-285. https://doi.org/10.1016/j.jbusres.2025.115285
Habibi, A., Jalalnia, R. (2022). Partial least squares. Tehran: Naroon. [In Persian]
Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley.
Jokar, A.A., Mahmoudi-Meimand, M., Parhizgar, M.M., Mohabali, M.M. (2023). Designing a supply chain resilience model based on artificial intelligence in the online retail sector. Economics and Urban Management, 12 (45), 107–129. [In Persian] http://iueam.ir/article-1-2091-fa.html
Kadivar Zinkanloo, H., Shekari, Gh.A., Imamgholizadeh, S. (2024). Designing a model for cultivating organizational resilience based on organizational agility components. Management and Education Perspectives, 6 (21), 176–195. [In Persian] https://doi.org/10.22034/jmep.2024.455051.1358
Kumar, V., Sindhwani, R., Behl, A., Kaur, A., & Pereira, V. (2024). Modelling and analysing the enablers of digital resilience for small and medium enterprises. Journal of enterprise information management, 37(5), 1677-1708. http://dx.doi.org/10.1108/JEIM-01-2023-0002
Miller, E., Cross, L., & Lopez. M. (2010). Sampling in qualitative research. FBB research group, 19(3), 249-261.
Mohammadi, A., Arzaghi, R., Askarifar, K., Mirghaderi, S.H. (2025). Designing a model of organizational agility and resilience enablers in organizational systems: A systematic review. Strategic Studies in the Oil and Energy Industry, 17 (65), 95–120. [In Persian] http://iieshrm.ir/article-1-1805-fa.html
Mohammadyari, Z., Sharafi, V. (2024). Promoting organizational resilience through entrepreneurial strategic thinking with strategic innovation. Strategic Management Studies, 15 (60), 329–345. [In Persian] https://doi.org/10.22034/smsj.2023.402428.1876
Mohseni Kabir, Z., Mousavikashi, Z., Seyedi hosseininia, S.Sh. (2024). Explaining the resilience model of small and medium-sized businesses in Iran with a mixed approach. Iranian Management Sciences Association, 19 (73), 57–98. [In Persian] https://doi.org/100/jiams.2024.8736.7644
Pellegrini, M., Wang, K., Xue, K., Wang, C., & Peng, M. (2024). Digital resilience in the internationalization of small and medium companies: how does it work?. Journal of Enterprise Information Management, 37(5), 1458-1478. https://doi.org/10.1108/JEIM-02-2023-0100
Pouroshesb, Z. (2023). The effect of relationship marketing on perceived satisfaction with regard to the effect of digital advertising in online retailing. Modern Research Approaches in Management and Accounting, 7 (24), 1058–1070. [In Persian] https://www.majournal.ir/index.php/ma/article/view/1945
Putritamara, J. A., Hartono, B., Toiba, H., Utami, H. N., Rahman, M. S., & Masyithoh, D. (2023). Do dynamic capabilities and digital transformation improve business resilience during the COVID-19 pandemic? Insights from beekeeping MSMEs in Indonesia. Sustainability, 15(3), 1760. https://doi.org/10.3390/su15031760
Samimi, S., Vahidi-nasb, F. (2024). Business resilience based on critical realism and futures studies. Accounting and Social Benefits, 14 (52), 189–208. [In Persian] https://doi.org/10.22051/jaasci.2024.45501.1808
Sanati, H., Vazifehdust., Zamani-Moghaddam, A., Hosseini, S. Sh. (1404). Entrepreneurship-Based Crowdfunding Model in Digital Businesses: A New Approach to Green Financing of Organizations. Journal of Green Management, 1, 1-21. [In Persian]  https://doi.org/https://doi.org/10.71769/jgm.2025.1128394
Shariat-nejad, A., Sepahvand, R., Rezainejad, H. (2024). Designing an organizational resilience model in the face of crisis and organizational divisive currents. Journal of Change Management, 16 (32), 71–106. [In Persian] https://doi.org/10.22067/tmj.2024.87597.1563
Shatila, K., Aránega, A. Y., Soga, L. R., & Hernández-Lara, A. B. (2025). Digital literacy, digital accessibility, human capital, and entrepreneurial resilience: a case for dynamic business ecosystems. Journal of Innovation & Knowledge, 10(3), 100709. https://doi.org/10.1016/j.jik.2025.100709
Shobiri, E., Khajeh, M., Sanarifard, R. (2023). New model of marketing communications and its impact on online retail purchasing behavior. Economic Jurisprudence Studies, 5 (2), 69–86. [In Persian] https://doi.org/10.22034/ejs.2023.368795.1322
Stanca, L., Dabija, D. C., & Câmpian, V. (2025). Adaptation and resilience in retail: Exploring consumer clusters in the new normal. Journal of Retailing and Consumer Services, 82, 104112. https://doi.org/10.1016/j.jretconser.2024.104112
Sulastri, S., Mulyadi, H., Disman, D., Hendrayati, H., & Purnomo, H. (2023). Resilience acceleration model of small and medium enterprises through digital transformation. Journal of Eastern European and Central Asian Research (JEECAR), 10(4), 609-619. http://dx.doi.org/10.15549/jeecar.v10i4.1355
Taghva, M.R., Raisivanani, I., Dehdashti, Z., Mana, Sh; Shakrin, Z. (2023). Developing a market intelligence model in the supply chain of fast-moving products in the field of online retailing. Intelligent Business Management Studies, 11 (43), 257–298. [In Persian] https://doi.org/10.22054/IMS.2023.67113.2152
Tekletsion, B. F., Gomes, J. F. D. S., & Tefera, B. (2024). Organizational resilience as paradox management: A systematic review of the literature. Journal of Contingencies and Crisis Management, 32(1), e12495. http://dx.doi.org/10.1111/1468-5973.12495
Wang, X., & Sun, M. (2025). Enhancing SMEs resilience through digital innovation: a stage-based analysis. European Journal of Innovation Management, 28(6), 2607-2629. https://doi.org/10.1108/EJIM-09-2023-0800
Yawised, K., Apasrawirote, D., & Padgate, U. (2021). Enhancing SMEs’ leader and business resilience towards digital marketing engagement during COVID-19 pandemic. In The 16th National and International Sripatum University Online Conference (SPUCON2021) (Vol. 16, pp. 190-199).
Yousefian Arani, V., Fayazi, M., Amin, F., Davari, A. (2022). Identifying the Dimensions of the Individual Resilience Model of Iranian Startup Founders. Business Management, 14 (4), 741–769. [In Persian] https://doi.org/10.22059/jibm.2022.342100.4361
Zhang, L., Wu, L., Huang, L., & Zhang, Y. (2025). Wield the power of omni-channel retailing strategy: a capability and supply chain resilience perspective. Journal of Strategic Marketing, 33(3), 416-440. http://dx.doi.org/10.1080/0965254X.2021.1972440
Zirar, A., Jabbar, A., Njoya, E., & Amoozad Mahdiraji, H. (2024). Smart contract challenges and drawbacks for SME digital resilience. Journal of Enterprise Information Management, 37(5), 1527-1550. https://doi.org/10.1108/JEIM-02-2023-0082
Development of humanities
Volume 6, Issue 12 - Serial Number 12
Humanities
Volume 6, Autumn and Winter 2025-2026, No. 12
March 2026
Pages 271-304